The company has just completed its first year exporting directly to Iraq, supplying Pure South lamb to hotels, restaurants and catering companies.

Group general marketing manager Murray Brown said yesterday Alliance provided more than 1000 tonnes of red meat to the Middle Eastern country this year.

They hoped to increase their presence in the Iraq market by introducing a wider product range, and doing more promotional work.

"It's about getting the consumer aware of the brand and quality of the product, not only in the food service industry, but getting into retail as well," Mr Brown said.

"It's an area we think there is room for growth."

Mr Brown said because Iraq still did not have marketing structures like supermarket chains or malls, Alliance Group was also looking at getting into the market in Kurdistan, in the north of Iraq, where disposable incomes were higher.

"We see Iraq as a land of opportunity and the outlook is extremely promising given how central and important meat is across all the different ethnic and religious groups in the country," he said.

Alliance will focus on Iraq's major business cities including Baghdad, Basra, Mosul, Erbil and Sulaymania, as well as the holy cities of Karbala, Najaf and Samara.

"Iraq is a promising market and we are establishing ourselves as the leader in the country's red meat sector," Mr Brown said.